Learn About Conducting Multicultural Market Research

Related Articles

There are 11 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Designing marketing research for the Asian-American segment

The research process is key to understanding Asian consumers. This article discusses adjustments that are sometimes necessary when designing research for Asian-American markets.

Getting the most from African-American respondents

Cultural differences require variance in marketing research. This article illustrates one firm’s research projects that required a different approach to designing and executing research among African-Americans.

Simultaneous interpretation in qualitative research

The increased prevalence of ethnic research in the United States necessitates an increase in the need for high-quality simultaneous interpreters. This article provides some basic guidelines for finding skilled interpreters who will add quality to research and ultimately improve results.

Dreams and obstacles

Marketers cannot ignore the fact that 34 million Latinos call the United States home. This article discusses what was learned through the research study “Dreams & Obstacles, Understanding Latinas.”

The changing face of mass-market America

Multicultural marketing is like any other part of the marketing plan. You must know your brand and your consumers and figure out the best way to reach them. Demographic factors and culture-specific marketing pitfalls are discussed.

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Recent Articles

Below are the 4 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

Ethnic marketing: Can researchers be agents of social change?

Ethnic marketing and research can be an effective way to target and ad and empower ethnic communities themselves by revealing their collective buying power, but the practice of ethnic market segmentation can also be divisive and exclusive. The author calls on researchers to check their biases and revisit the ethnic marketing model.

Considerations in quantitative data collection in China

Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.

Latinos are going cellular. Can we?

The industry faces a number of obstacles in attempting to conduct cell phone research with Latino consumers. Despite these hurdles, the decline in landline phone usage may force researchers to develop cell phone-based research programs to keep a growing and important market segment accessible for research.

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